Fairy tales are often perceived as one of the simplest types of texts to translate. The plot is transparent, the characters are familiar, and the structure is repetitive. It may seem that accurately conveying the content is sufficient to complete the task.
In practice, however, such texts are among the most vulnerable.
Folklore exists through its form. Rhythm, repetition, sound patterns, and oral formulas contribute to perception no less than the events themselves. A fairy tale is inherently designed to be heard rather than merely read. As a result, when it is transferred into another language, what is lost is not so much the information as the very mode of its expression.
A literal translation in such cases produces a predictable outcome. The plot is preserved, but the text begins to sound “flat”: intonation is disrupted, imagery loses its expressiveness, and established formulas turn into awkward or unconvincing constructions. This is particularly evident at the level of idiomatic usage and spatial or evaluative verbs, where direct equivalents tend to fail.
This is precisely why it is critical who works with the text.
We frequently engage native speakers in our projects — especially when dealing with literary or culturally dense material. For example, we have an ongoing client project involving the translation of the same fairy tale into multiple languages. Within this project, native speakers of English, Hindi, Arabic, Korean, and Chinese have worked with the text.
Such specialists do more than simply know the language — they have an intuitive command of its norms, intonation, and stylistic nuances. They are better equipped to navigate cultural associations, anticipate how specific imagery will be perceived, and distinguish between what sounds natural and what does not. This is particularly crucial in genres where a significant portion of meaning lies not in facts, but in the manner of expression.
This approach requires greater involvement and a higher degree of responsibility: the translator effectively reconstructs the text, maintaining a balance between recognizability and naturalness. However, it is precisely this process that preserves what makes these texts meaningful in the first place — their vitality, imagery, and impact on the listener.
Pitch International worked with Lingvista on a shoot to Saint Petersburg and Sochi for the weekly television show 'FIFA Football'...
» Read more Production Manager, Pitch International LLP Kate Robertson*
